Register now @ www.segmentationandchurn.com

“In an increasingly competitive environment, operators must treat their customer base as

their primary asset. This event will outline practical steps for developing effective customer retention strategies - both proactive and reactive.”Simon O’Rourke, Head of Customer Base Management, Eircom

“Delegates will gain insight into what works and what doesn’t work in customer loyalty programmes.

They will also learn how to build a relationship with the customer earlier in their lifecycle to radically reduce churn.”Stine Kjær, Head of CRM & Loyalty, Hutchison 3G Denmark

Learn how to optimise the relevance of your customer segmentation and develop targeted campaigns to enhance the customer experience, reduce churn and maximise ARPU

28th November – 1st December 2011Copthorne Tara Hotel, London

Key issues to be addressed:

50% Operator Discount

Pre-Conference Workshop Monday 28th November 2011 Examining how to optimise the relevance of your segmentation models to meet your customers’ needs and maximise your ROI

Post-Conference Workshop Thursday 1st December 2011Establishing how to build a customer experience programme that will radically reduce churn rates

Hear 15 key operator case studies from across Europe and The Middle East:

Head of Segment Customer Experience, Telefónica O2 UK

Head of Retention & Loyalty Communications, BT

Vice President – Customer Relations, Türk Telekom

Head of PAYG Retention & Loyalty, Virgin Mobile

Head of Rules Engines and Prediction Models Department, Deutsche Telekom AG

Head of Customer Insight & Advocacy, Orange Business Services

Head of CRM & Loyalty, Hutchison 3G Denmark

Group Marketing Director, Etisalat

Head of Customer Analysis, TDC Denmark

Head of Strategy & Business Intelligence, DNA Finland

Head of Customer Base Management, Eircom

Head of Customer Retention, Telekom Serbia

Marketing Director - Segments, Zain KSA

Director, Pricing & Research, Etisalat Nigeria

Senior Specialist – Customer Information Management, Turkcell

Learn from 15 departmental heads and directors leading the way in

segmentation and churn management!

Take advantage of the additional learning opportunities:

Learn how to use your segmentation results to develop highly relevant campaigns to improve the customer experience and reduce churn

Establish how to reduce the complexity and maximise the cost-effectiveness of your segmentation strategies

Understand how to leverage customer value management to increase ARPU whilst minimising churn

Determine how and when to develop customer loyalty campaigns to achieve the best ROI

Customer Segmentation & Churn Management

Pre-Conference Workshop – Monday 28th November 2011Registration and coffee will begin at 09.30. The workshop will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.

Examining how to optimise the relevance of your segmentation models to meet your customers’ needs and maximise your ROI In this workshop, you will learn how to enhance the relevance of your segmentation models and ensure that they are actionable. Take advantage of this interactive session to share experiences with your peers and benchmark your segmentation strategies against best practice.

Agenda:•Determiningthemostrelevantcriteriaforsegmentingyourcustomerbase •Understandinghowtoreducethecomplexityandmaximisethecost-effectivenessofyour segmentation strategies •Learninghowtomakethebestuseoftraditionalandemergingsegmentationmodelstooptimise the relevance of your campaigns and maximise your ROI •Establishingtheextenttowhichyoucanbuildone-to-onepersonalisedcampaignsforyour customer segments and how to do it

Visit the event website for updates on the workshop leader: www.segmentationandchurn.com

Benefit from first-hand insight from 15 cutting edge operator case studies led by departmental heads and directors

Learn how to develop highly relevant and actionable segmentation strategies for business, consumer, post paid and prepaid customers

Understand how to leverage your segmentation results to drive ARPU whilst minimising churn

Take part in interactive sessions to brainstorm with peers how to use the customer experience as a key differentiator to prevent churn

Establish how to secure buy-in at all levels for your customer loyalty programmes and overcome the cultural challenges of becoming customer-centric

In an aggressively competitive telecoms market, do you need to learn how to use your customer data and segmentation as key differentiators to reduce churn?Do you want to know how to leverage your segmentation results to develop highly relevant campaigns that enhance the customer experience and increase ARPU? If so, come and find expert insight and inspiration at Telecoms IQ’s Customer Segmentation & Churn Management event. This is a unique opportunity to hear from 15 departmental heads and directors from operators who are leading the way in optimising their segmentation strategies and reducing churn.

Discover first-hand how to develop actionable segmentation models and build personalised campaigns that accurately target the needs of your customer segments. Plus, hear which customer experience and loyalty programmes are making a radical difference to churn rates.

You will learn from proven examples of how to successfully manage the transition to becoming a customer-centric organisation. Hear how to win management buy-in and engage your staff to deliver on your KPIs.

The programme will be led by senior experts, including:

•Karen Birchall, Head of Segment Customer Experience, Telefónica O2 UK •Haktan Kiliç, Vice President – Customer Relations, Türk Telekom •Olivier Mourrieras, Head of Customer Insight & Advocacy, Orange Business Services •Sudesh Jog, Head of Retention & Loyalty Communications, BT •Isabelle Hajri, Group Marketing Director, Etisalat •Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile •Stine Kjær, Head of CRM & Loyalty, Hutchison 3G Denmark •Ivana Dingarac, Head of Customer Retention, Telekom Serbia

Reserve your place today and learn how to leverage your data to hold on to your customers in a saturated market and differentiate yourself using winning customer experience and loyalty programmes. Call: +44 (0) 20 7368 9737 or email: telecoms@iqpc.co.uk I look forward to seeing you in November,

Julie Coates Conference Producer Customer Segmentation & Churn Management

Top five reasons to attend Customer Segmentation & Churn Management:

Take advantage of the exclusive media centre where you will find

podcasts, articles and case studies www.segmentationandchurn.com

Register now @ www.segmentationandchurn.com

For your booking enquiries you can email us now: telecoms@iqpc.co.uk

Conference Day One: Tuesday 29th November08:30 Registration and coffee08:55 Welcome address Julie Coates, Conference Producer, Telecoms IQ09:00 Opening remarks from the Chair followed by a speed networking session09:20 Establishing how to use your customer data and segmentation to enhance the customer experience and minimise churn • Definingtheneedsandexpectationsofyourdifferent segments to ensure you deliver a consistent and optimal customer experience • Leveragingthemultiplesourcesofcustomerdatafor each segment and making the case for developing a single view of the customer to understand their overall experience • Overcomingthechallengesofprovidingaconsistent customer experience across multiple touch points in order to minimise the propensity to churn • Understandinghowtolinkcustomerexperience feedback with staff compensation and bonus plans to incentivise improvement Beata Kovacs, Head of Rules Engines & Prediction Models Department, Deutsche Telekom AG 09:50 Examining and leveraging the relationship between segmentation, churn management and the customer experience throughout a customer's lifetime • Establishingthelinkbetweenloyalty,churnandthe customer experience • Understandinghowtomeasurethecustomer experience at different stages of the customer lifecycle - Developing KPIs to reflect this • Examininghowtousesegmentationasastartingpoint for developing and enhancing the customer experience • Scrutinisingdifferentwaystomanagethecustomer experience within different product areas in order to radically reduce churn - TV - Post paid - Mobile data Sari Heinonen, Head of Strategy & Business Intelligence, DNA Finland 10:20 Determining how Turkcell are leveraging behavioural segmentation and micro segmentation to increase ARPU • ExaminingthecriteriathatTurkcellareusingto segment their customers - Customer value - Customer behaviour • EstablishinghowTurkcellaredevelopingbehaviouraltriggers and leveraging them to increase ARPU and reduce churn • AnalysinghowTurkcellareusingmicrosegmentation to optimise the relevance of their campaigns and gain a better insight into their customers • UnderstandinghowTurkcellareactingontheir segmentation results in real time and developing relevant offers Gokhan Koc, Senior Specialist – Customer Information Management, Turkcell 10:50 Morning refreshments11:20 Determining how to leverage a customer segmentation tool to dramatically reduce churn • Establishinghowtodevelopacustomersegmentationtool in order to minimise churn • Examininghowandwhentouseautomatedsegmentation to reduce the complexity of segmentation whilst optimising its relevance • Understandingandovercomingthechallengesof implementing a segmentation tool • Determininghowtoquantifytheimpactofyour segmentation tool on churn reduction and costs For speaker updates, please visit www.segmentationandchurn.com 11:50 Exploiting data mining and segmentation strategies to optimise lifetime value within your prepaid customer base • Understandinghowtoovercomethelackofdata for your prepaid customers in order to develop an effective segmentation and churn management strategy • Determiningwhatdatatoextractfromyournetworkfor use in your prepaid segmentation campaign - Network activity - Service usage - Top-up behaviour • EstablishinghowVirginMobileareusingtheresults of their segmentation campaigns to cross-sell with Virgin Media's product holdings, such as broadband and TV, in order to stimulate usage and maximise lifetime value • Understandinghowtodevelopandimprovethe accuracy of your churn prediction model within the prepaid customer base • ExamininghowVirginMobilearecontinuouslyanalysing and reporting on their campaign results and adjusting their offerings accordingly • Leveragingtheresultsofyoursegmentationstrategyto identify prepaid customers to migrate to post paid - Tailoring your direct marketing to stimulate that migration Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile

12:20 Roundtable Discussion Session – Part I: How can you enhance your understanding of, and engagement with, your customers to reduce churn? Delegates will have the opportunity to participate in two out of three discussion sessions. At the end of each session, the facilitator for each group will summarise the key findings before opening up the discussion to the floor. Topic 1: What do you need to know to gain an intimate understanding of your customers? Topic 2: How can you collect the information required to understand the needs and expectations of your customers? Topic 3: How important is it to develop an emotional connection with your customer to increase loyalty in today’s market and how can you do it?

13:20 Lunch14:20 Introducing the “Zain Super” Success Story: Exploring how Zain KSA have positioned their tariff plan to increase retention and market share in the prepaid and post paid segments • ExploringhowZainaremanagingtheimpactof aggressive competition on new launches and campaigns • ExamininghowZainhavedevelopeda unique“ZainSuper”brandthatstimulatesusageby reducing the call tariff by half • DetermininghowZainhaveensuredtherightpositioning for the tariff plan and how the re-launch campaign has helped to - Boost sales and acquire additional market share in the prepaid and post paid markets - Increase ARPU Shukri Eid, Marketing Director - Segments, Zain KSA14:50 Learning from Orange Business Services’ experience of developing a customer loyalty programme that has driven new revenue opportunities This presentation will discuss how Orange Business Services have developed and implemented a new customer loyalty programme and will evaluate the significant results they have achieved to date, particularly in terms of generating new business opportunities. The speaker will also discuss the segmentation model they have used to effectively target their customers and drive revenue growth. Olivier Mourrieras, Head of Customer Insight & Advocacy, Orange Business Services 15:20 Afternoon refreshments15:50 Determining how Etisalat have introduced innovative and targeted offerings for different segments to secure their market share in an oversaturated market This presentation will disclose the details and results of a cutting-edge programme that was launched in July 2011 • EstablishinghowEtisalathavedeveloped360⁰offersthat go beyond typical telecoms offerings • ExamininghowEtisalatareusingbuilt-inloyaltyfeaturesto secure retention from the day that a subscriber signs up • Scrutinisingcasestudiesfromtwodifferentsegments - High value customers - Youth customers Isabelle Hajri, Group Marketing Director, Etisalat16:20 Cross-Industry Panel Discussion: How can you make the best use of your customer intelligence to increase loyalty and revenue generation? • Whatarethemosteffectivequalitativeandquantitative methods for capturing the voice of the customer? • Howcanyoumanagethevolumeofcustomerdataina quick, simple and cost-effective way? • Howcanyouleverageyourcustomerintelligencetodevelop targeted cross- and up-selling campaigns? • Howcanyoudeveloppersonalisedcustomerloyalty campaigns based on an understanding of your customers’ needs and expectations? Speak panel includes: Stuart Clarke, Customer & Market Intelligence Manager, British Gas Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile For panel updates, please visit: www.segmentationandchurn.com 17:10 Closing remarks from the Chair17:20 Networking drinks reception

08:30 Registration and coffee09:00 Opening remarks from the Chair 09:10 Learning from TDC Denmark’s experiences of developing a Customer Experience Programme that delivers increased customer satisfaction, loyalty and sales • DetermininghowTDCDenmarkhavedevelopeda measurement system that can continuously monitor the customer experience • UnderstandinghowTDCDenmarkareusingtheir measurement system to proactively predict churn • EstablishinghowTDCDenmarkaremanagingand monitoring a culture change among their employees to become a truly customer-centric organisation • ExamininghowTDCDenmarkarechangingtheirKPIs and incentives structure to drive a change in culture • DetermininghowTDCDenmarkhaveestablishedalink between customer KPIs and operational KPIs • DiscussingthekeystagesthatTDCDenmarkhavegone through to date and what lies ahead for the customer journey SØren Smit, Head of Customer Analysis, TDC Denmark 09:40 Establishing what KPIs to use to measure the customer experience across different segments and how to incentivise your staff to deliver them • Understandinghowtomanagethetransitionfromusing business-centric KPIs to using customer-centric KPIs - Examining how to change people’s mindsets accordingly • Establishinghowtousethecustomerlifecycleto understand and measure staff performance across the end-to-end experience • Assessinghowtoincentiviseyourstafftoreflectyour business KPIs - Examining how O2 are bringing this to life internally through a Fan Club recognition scheme that rewards the right behaviour • DetermininghowO2decidedwhichKPIstouseto measure and enhance the customer experience • Analysingtheimportanceofrationalandemotionalfactors when measuring the customer experience • ExamininghowO2aredevelopingabalancedscorecard that takes account of new channels, such as social media, that are important to their customers Karen Birchall, Head of Segment Customer Experience, Telefónica O2 UK10:10 Identifying the drivers behind churn and determining how to act on them • Assessinghowtodevelopeffectivechurntriggers - Establishing how to act on them to prevent churn • Developingandleveragingasingleviewofthecustomer and a total customer lock-in strategy • Determininghowtoidentifyandengagewithcustomers who have unvoiced complaints before they churn • Examininghowtodriveachangeprogrammethat engages all divisions and touch points to ensure a consistent customer experience - Sales - Pricing - Customer service • Determiningwhenitisprofitabletosaveacustomerfrom churning and when it is more profitable to let them go Simon O’Rourke, Head of Customer Base Management, Eircom10:40 Morning refreshments11:10 Exploring how Hutchison 3G Denmark have launched an innovative new customer retention tool based on product segmentation Find out the results and lesson learnt from Hutchison 3G Denmark’s innovative 3Bonus customer loyalty programme launched in July 2011 • EstablishinghowHutchison3GDenmarkhavedeveloped a customer-oriented and automated Customer Lifetime Programme (CLM) that builds a relationship with the customer early in their lifecycle - Using KPIs based on churn reduction and ARPU • ComparingtheresultsofthenewCLMprogrammebased on behavioural segments, with the old programme which is based on product segments - Examining the extent Hutchison 3G Denmark have increased their retention rate by using this programme • ExploringhowHutchison3GDenmarkhaveimplementeda new customer retention strategy that is differentiated from their customer acquisition strategy – Rewarding existing customers with discounts and new handsets depending on how long they have been on the network Stine Kjær, Head of CRM & Loyalty, Hutchison 3G Denmark11:40 Examining how to enhance brand perception and leverage it to increase customer loyalty • Understandingtheimportanceofbrandperception today and what actions you can take to enhance it • Examininghowtocommunicateyourbrandto

Conference Day Two: Wednesday 30th November

Register now @ www.segmentationandchurn.com

different customer segments • Determininghowtostimulatebrandaffinity • Analysinghowtomeasuretheimpactofbrandaffinity on customer loyalty and retention • Establishinghowtoplanyourfuturebrandstrategyand justify the expenditure to the board For speaker updates, please visit www.segmentationandchurn.com12:10 Roundtable Discussion Session – Part II: How can you radically improve the customer experience and use it as a differentiator to prevent churn? Delegates will have the opportunity to participate in two out of three discussion sessions. At the end of each session, the facilitator for each group will summarise the key findings before opening up the discussion to the floor. Topic 1: What does good customer experience look like and what KPIs should you use to measure it? Topic 2: How can you secure top-level buy-in to your customer experience programme and roll out the business transformation required to become truly customer-centric? Topic 3: How can you justify and enable a single view of the customer to improve the customer experience and reduce churn?13:10 Lunch 14:10 Understanding how Türk Telekom developed and leveraged a churn management strategy to radically improve customer retention whilst making operational savings • ExamininghowTürkTelekomareidentifyingchurndrivers for different segments and using them to create effective retention offers • UnderstandinghowTürkTelekomaredifferentiatingtheir retention offers for different customer groups - Discounts for low value customers - Adding product value for high value customers • AnalysinghowTürkTelekomareexecutingtheirchurn management strategies through - Face-to-face channels - Call centres • EstablishinghowTürkTelekomaremanagingresource allocation for each segment to maximise the ROI • DetermininghowTürkTelekomusedtheirchurn management strategy to achieve a significant reduction in their retention rates and substantial financial savings Haktan Kiliç, Vice President - Customer Relations, Türk Telekom14:40 Determining how Telekom Serbia have developed effective customer benefit programmes to increase retention on a limited budget • Understandingthekeystrategiesforidentifyingyour most valuable customers • Establishinghowtopreparebenefitprogrammesfor different types of customers • Identifyingthemostimportantfactorstoconsiderwhen deciding what benefits to give your customers • Evaluatingwhichretentionstrategiescustomersprefer • Examiningthekeytodevelopingeffectiveloyaltyprogrammes • Scrutinisingpracticalexamplesofloyaltyprogrammes implemented at Telekom Serbia - Results achieved - Lessons learnt Ivana Dingarac, Head of Customer Retention, Telekom Serbia15:10 Afternoon refreshments15:30 Determining how to leverage your communications with your customers to improve customer loyalty and reduce churn • Examiningthedriversbehindchurnandthestrategiesto keep customers on your network • Establishinghowtobuildbrandaffinityandeffectively engage with your customers throughout their lifetime • Understandinghowtodeliver,andmeasuretheeffectiveness of, your customer communication methods and content • Determininghowtoleveragesegmentation to understand your customers and to develop relevant communications that reduce churn Sudesh Jog, Head of Retention & Loyalty Communications, BT 16:00 Discovering how Etisalat Nigeria have developed effective segmentation and churn management strategies for the mass and youth markets • DetermininghowEtisalatNigeriahavedevelopeda simplified and highly effective segmentation strategy for two key customer segments - Mass market - Youth market • Evaluatingtheprosandconsofthedifferent segmentation criteria that Etisalat Nigeria are using - Demographic - Customer spend - Customer behaviour • ExamininghowEtisalatNigeriaaredevelopinghighly personalised offers and products for their segments to reduce churn and maximise ARPU • EstablishinghowEtisalatNigeriaareensuringhighcustomer satisfaction in order to minimise churn within their youth segment Adebisi Idowu, Director, Pricing & Research, Etisalat Nigeria16:30 Closing remarks from the Chair16:40 End of conference

Register now @ +44 (0) 20 7368 9737

Post-Conference Workshop – Thursday 1st December 2011Registration and coffee will begin at 09.30. The workshop will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.

Establishing how to build a customer experience programme that will radically reduce churn ratesThe purpose of this workshop is to exchange ideas about best practice and evaluate practical examples of customer experience programmes that are specifically targeted at increasing retention. No matter how advanced your programme, come and join this workshop for peer-to-peer advice and ideas.

Key topics to be addressed:

•Determiningthekeyelementsofasuccessfulmulti-channelcustomerexperienceprogramme •Establishinghowtoachieveasingleviewofthecustomer •Examininghowtoselectthe“metricsthatmatter”inyourcompany •Determininghowtoenablethechangemanagementandorganisationalalignmentrequiredtoensurethe success of your customer experience programme •Understandinghowtoleveragethevoiceofthecustomertodriveproductandserviceinnovation

Karine Del Moro, Founder, Impact International Marketing

Karine Del Moro has 15 years’ experience designing and managing marketing programmes, including customer retention and business development. A Net Promoter Certified Associate, Karine has considerable knowledge on best practice in customer experience management.

In recent years she has been instrumental in helping organisations, particularly in telecoms and financial services, gain insights and expertise on how they can implement their own loyalty programmes.

Case studies not to be missed: Hear how Telefónica O2 UK have

developed an award-winning staff engagement programme that has radically improved the delivery of their customer experience KPIs and reduced churn

Discover how Etisalat have introduced a cutting-edge range of targeted segment offerings to dramatically improve customer retention rates

See how Virgin Mobile are optimising their segmentation strategies and maximising customer lifetime value within their prepaid customer base

Determining how Telekom Serbia have developed effective customer loyalty programmes on a limited budget

Determining how Turkcell are leveraging behavioural segmentation and micro-segmentation to increase ARPU

Western Europe 38% Eastern Europe 35% Scandinavia 10% Middle East 12% Africa 5%

Share your ideas

Media Partners:

You will meet and network with:Heads, Managers and Specialists of:

•Marketing •SegmentMarketing •ChurnManagement •CustomerRetention •CustomerExperience •CustomerLoyalty

For more information on the conference programme and speaking opportunities, contact:Julie Coates, Conference Producer, Telecoms IQ Email: telecoms@iqpc.co.uk

Follow us on Twitter @TelecomsForum

Join our Linkedin group “TelecomsNetworkingForum”

•CustomerBase Management •CustomerIntelligence •MarketIntelligence •CustomerRelationship Management

“It’s been a great event, it’s always a good size event for us which is a good chance for you to network, to meet alotofpeople.” Alcatel-Lucent, Director Solutions Marketing

Reasons you should sponsor Customer Segmentation & Churn Management to improve your business:• Generate new qualified leads - Access motivated, authorised buyers at the point where they are making purchasing decisions to further their strategies

• Demonstratethoughtleadership - Take centre stage in front of a captive and targeted audience and demonstrate your expertise and market knowledge

• Networkwithkeydecisionmakersandinfluencers - Gain face to face meetings with existing and potential clients

• Positionyourcompanybrandfrontofmind - Be the name that all operators think of when selecting vendors

• Standoutfromvendordelegates - Stand out on an elevated platform with a heightened presence. Be seen as ‘front of mind’. Be the ‘go to’ first company through maximum recognition at the event.

• Gaincompetitiveadvantage- Have direct influence on selection criteria

“We’ve had some great discussion with operators that we haven’t spoken to before about some great initiatives as well as making some great introductions on the global operator basethatyou’vehadhere.”MDS, Chief Marketing Officer

For more information on sponsorship opportunities please contact: Mark Lee, Project Manager, Telecoms IQ T: +44 (0) 20 7368 9434 E: sponsor@iqpc.co.uk

5 WAYS TO REGISTERTel: +44 (0) 20 7368 9737Fax: +44 (0) 20 7368 9301Post: your booking form to IQPC UK, 2nd Floor, 129 Wilton Road, London SW1V 1JZwww.segmentationandchurn.com Email: telecoms@iqpc.co.uk

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Customer Segmentation & Churn ManagementPre-Conference Workshop: Monday 28th November Examining how to optimise the relevance of your segmentation models to meet your customers’ needs and maximise your ROI

Conference Programme: 29th-30th NovemberPost-Conference Workshop: Thursday 1st December Establishing how to build a customer experience programme that will radically reduce churn rates

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